Development of a Viewing-Purchase Model for Live Streaming Commerce: A Social Exchange Perspective

Live streaming commerce has rapidly emerged as a key platform in e-commerce, yet the socio-technical mechanisms underlying consumer-platform interactions remain underexplored. This study addresses this gap by examining both task-oriented purchasing behaviors and pleasure-driven engagement through the lens of social exchange theory. A web-based survey was conducted with 300 respondents in South Korea, all of whom had prior experience with live streaming commerce. The data were analyzed using PLS-SEM to evaluate the proposed model. The results reveal that procedural and interactional justice positively affect trust, while co-experience enhances perceived playfulness. Both trust and playfulness, in turn, significantly impact purchase and repeated viewing intentions. These findings provide valuable insights into the dynamics of live commerce, offering a comprehensive model for understanding consumer behavior in the context of live commerce.